1. THE FACTORS AFFECTING CONSUMERS’ WILLINGNESS TO PURCHASE RICE YE4B 1101100073 Toby Hsu

2. Outline Introduction Literature Review Methodology Result Discussion Conclusion

3. Introduction Rice is regarded as a staple food in Taiwan. Indica rice (Zailai Rice) Japonica rice (Penglai Rice)

4. Motivation Chyuan Shun Food Enterprise Co

5. Literature Review Urbanization The consumption of cereal as a staple food has declined in the rapidly growing economies of Japan, Korea and Taiwan (Huang,1996). Quality Food safety was more notable than price, level of damage, and the type of certification system (Baker,1999).

6. Literature Review Source of product Product-country image played an important role in consumer purchase preference and has impacted on foreign brands of rice and domestic brands (Yamoah, 2005).

7. Literature Review Brand name Consumers considered well-known brand names over price and supermarket own labels, associated with low price (Laforet,2011). Packaging Packaging rice provided a new pattern of rice consuming pattern for consumers to eat healthier and safer (Shu, 2008).

8. Methodology Research Questions 1. Will the average income affect the frequency and the expense of purchasing rice? 2. Which leading factor will affect consumers before their purchasing behavior? 3. Which leading quality / credibility / composition factor will affect consumers the most?

9. Hypothesises There is a relationship between family average income and purchasing frequency. There is a relationship between family average income and the expense on purchasing.

10. Methodology Participants Taiwanese who have experience of purchasing rice. 38 males and 92 females. Questionnaire Print & online version. Demographic / consumption willingness and factors about rice.

11. Result

12. Chi-square of income, frequency, and expense

13. Result Factors before Purchasing

14. Quality Factors

15. Credibility Factors

16. Compositional Factors

18. Discussion There is a significant correlation between family income and purchasing frequency. The safety of rice is the most influential. Organizational proof is more important than Government certificate. Packaging do not play an important role.

19. Discussion Limitations Participants can not represent all of the Taiwanese. Respondents did not totally understood and followed the instruction of the online questionnaire.

20. Conclusion Non-Government organization provided more reliable information than Government. Family economical pattern would influence consumers’ consumption willingness toward purchasing rice. Consumers wanted their rice to be sanitary.